Location of study
Year of study
Urban/ Rural
Q1.I discuss about ads with my friends.
Q2.I ask friends for advice when I buy something.
Q3.I go shopping with my friends.
Q4.I pay attention to what my close friends buy.
Q5.I discuss ads with my parents.
Q6.I ask parents for advice when I buy something.
Q7.I go shopping with my parents.
Q8.I pay attention to friends who are richer than me, and see what they buy.
Q9.My parents say that buying things I like is important even if others do not like them.
Q10.My parents let me decide how I should spend my money.
Q11.My parents ask me what I think about the things I buy for myself
Q12.My parents want to know what I do with my money.
Q13.My parents think that I can decide which things I should or shouldn’t buy.
Q14.My parents tell me I can't buy certain things.
Q15.I pay attention to my favorite actors and singers to see what they buy.
Q16.My parents tell me what products and brands I should buy.
Q17.My parents complain when they don't like the things I bought for myself.
Q18.My parents ask me for advice when buying things for the family.
Q19.My parents tell me not to buy certain things.
Q20.I watch ads to know what brand has the product features I need.
Q21.I watch ads to know what I can buy to impress others.
Q22.I watch ads to help me decide what things to buy.
Q23.I watch ads to find out where I can buy some things I want.
Q24.I watch ads to have something to talk about with others.
Q25.I watch ads to learn about the "in" things.
Q26.I watch ads to learn about images of fashionable people.
Q27.It is important that my friends like the products and brands I buy.
Q28.I only buy those products and brands that my friends will approve of.
Q29.I look at what my friends are buying and using before I buy.
Q30.I like to know what products and brands make a good impression on my friends.
Q31.If I don't have a lot of experience with a product, I often ask my friends about it.
Q32.I usually ask my friends to help me choose the best product.
Q33.I'd rather spend time buying things, than doing almost anything else.
Q34.I would be happier if I had more money to buy more things for myself.
Q35.I have fun just thinking all the things I own.
Q36.I really enjoy going shopping.
Q37.I like to buy things my friends have.
Q38.When you grow up, the more money you have, the happier you are.
Q39.I'd rather not share my snacks with others if it means I’ll have less for myself.
Q40.I would love to be able to buy things that cost a lot of money.
Q41.I really like the kids that have very special games or clothes.
Q42.The only kind of job I want when I grow up is one that gets me a lot of money.
Q43.I'm very satisfied with my life these days.
Q44.I'm very satisfied with my friends and social life these days.
Q45.I'm very satisfied with my family these days.
Q46.I'm very satisfied with my school life these days.
Q47.I admire people who own expensive homes, cars, and clothes.
Q48.The things I own say a lot about how well I'm doing in life.
Q49.Buying things gives me a lot of pleasure.
Q50.I like a lot of luxury in my life.
Q51.My life would be better if I owned certain things I don't have.
Q52.I'd be happier if I could afford to buy more things.
Q53.Estimate the time for watching TV at weekday (hour per day)
Q53.Estimate the time for watching TV at weekend (hour per day)
Q54.Estimate the time for surfing the Net at weekday (hour per day)
Q54.Estimate the time for surfing the Net at weekend (hour per day)
Q55.Estimate the time for reading newspaper and megazines at weekday (hour per day)
Q55.Estimate the time for reading newspaper and megazines at weekend (hour per day)
Q56.Estimate the time for listening to the radio at weekday (hour per day)
Q56.Estimate the time for listening to the radio at weekend (hour per day)
Q57.When commercials appear, you will:
Q58.Gender
Q59.single-child
Q60.Age
Q61.Education (Form 1-7)
Q62.Household Income (<= 10,000; 10,001 - 30,000; 30,001 - 50,00; >=50,001)
Q63.Weekly allowance (HK$)
Richin and Dawson materialism scale